Online classifieds site Quikr has launched a new campaign to air during the ongoing India-Australia cricket series. The campaign, which seeks to position Quikr as the best place to sell one’s mobile phone, has been conceptualised by Scarecrow Communications.
The film shows a man working on a dish antenna on a rooftop, when a ‘super hero’ dressed like Superman lands alongside from the sky. Seeing him struggling to squeeze his mobile phone into his body suit, the man asks him what’s troubling him. The ‘super hero’ vents his angst against his tailor for not making a pocket in his costume. He asks him if he should focus on saving the Earth or hold his mobile phone. The other man offers a solution, and asks the ‘super hero’ to sell his mobile on Quikr instead. A voice over and visuals of Quikr on the mobile screen explain how. A crowd of potential buyers appear on the rooftop instantly and start badgering the superhero for his phone. The films ends with the sign off, ‘Quikr.com... Buy, sell, anything, quickrrr’.
Pranay Chulet, CEO, Quikr, said, "Electronics in general and mobiles in particular have great traction on our site. The youngsters are constantly looking to upgrade and getting a good price for old phones makes it easier to do so. As a brand we've never been shy of challenging the norms and doing ads that will not fit textbook advertising but resonate with the locals. That is the difference between the thinking of a homegrown business with deep local expertise and the thinking of a multinational. And that is the reason we are the No. 1 player in the online classifieds space both in terms of traffic as well as listings.”
Raghu Bhat, founder director, Scarecrow Communications, added, "Quikr may not be on air throughout the year. But the people's need for an online classifieds site that will help sell their old mobiles could occur any day of the year. It's the job of the creative to therefore, create high top-of-mind recall and generate sufficient conversations so that the ads get noticed, remembered and eventually get acted upon. We hope that this ad will help Quikr further increase its 'mobile' share."
Television, radio and the internet will be used for this campaign.
Client / Brand: Quikr
Client represenatives: Pranay Chulet, Aparna Mahesh
Agency: Scarecrow Communications
Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Ashok Lad
Account management: Arunava Sengupta, Amitabh Sreedharan, Ankita Ray, Amruta Tendolkar
Production house: 200notout
Director: Naren Multani
Producer: Hozefa Alibhai
Music: Rohan Vinayak
Editor: Nilesh Girdhar